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What is our Media Plan for 2020?

Well, we’re getting ready to say goodbye to 2019 and hello to 2020 here at ON Advertising! While we’re sure you’ve also seen the articles popping up on your timeline describing the top trends for the new year, or what you should look out for when it comes to media planning, we’re here to tell you what’s really what. We keep our finger on the pulse of the latest trends in marketing, branding, and strategy; because we believe a strong media strategy gets results.

We’ve compiled a quick lineup of some of 2020’s hottest predicted trends and how we plan to take them to the next level in the new decade.

Video Marketing

Perhaps one of the most talked about, important aspects of marketing as of late is video marketing. While videos and even GIFs aren’t new to the digital marketing world, incorporating them into your media plan is an absolute must if you want to continue to be viable. 

According to Social Media Today, video content can drive a greater response than any other social content type, if it’s done well. In an infographic of video marketing statistics, they revealed that on Instagram specifically, video generates more engagement than any other content type and 65% of impressions from an ad come from videos. On Pinterest, users are 2.6 times more likely to share a video than any other post type. Tweets with video see 10 times more engagement than those without, and promoted tweets with videos can save you on costs up to 50%. Not only that, but on Twitter 82% of users mainly watch video content when using the app. As for LinkedIn, video campaigns have 82% view rates. 

Essentially, video rules all when showing social results, and harnessing the power can change the game for your strategy. So, how do we plan to utilize our video services to slay in 2020? By knowing exactly what you need and delivering even beyond your expectations. Our video media professionals are experts at defining the most appropriate video content solution for your needs. By identifying the right type, style, tone, script, and art direction, we can effectively tell a compelling story. Analyzing the needs of your target buyers helps us determine the best way to distribute and showcase your story. These tactics help ensure that the right type of video content is being seen by the right people, and that we’re making the right impact on your bottom line.  

Social Media Stories

If you’ve followed us for some time, then you may remember our excitement for ephemeral content for 2019. Again, ephemeral content is any photos and videos that aren’t permanent on your platforms. Typically they disappear within 24 hours, so it’s important to make them eye-catching and memorable for their short lifespan. These stories make it possible to post more, without oversaturating and bogging down your page. We view these as another channel within your channel, and employing them is vital.

In an article by Medium, they explained that Instagram Stories’ see 400 million daily users. That’s a huge number for something that doesn’t remain on your page indefinitely. Although Instagram’s ‘Story’ feature is probably the most famous when it comes to ephemeral content, it certainly wasn’t the first platform to come up with the idea. In fact, Snapchat was the first platform to introduce them in October of 2013 and launch the trend. Since then, we’ve seen a huge influx of other companies coming up with their own versions, such as Facebook Stories. We’re expecting to see even more implement the feature in 2020 and the near future.

As 2020 approaches, ON plans to continually incorporate stories into our social media strategy. With the employment of even longer video mediums, like IGTV, there’s endless potential when it comes to the power of video.

Influencer Marketing

While influencers in marketing is also not a new concept, we’ve seen a massive shift in the impact and influence they actually carry. From beauty bloggers to foodies, influencers from all walks of life are in our feeds, and they hold more power than you’d think.

In an article by BigCommerce, they predicted that 65% of influencer budgets by marketers were going to increase. They also explained that 17% of companies spend over half of their marketing budget on influencers and 89% of all marketers found that ROI due to influencer marketing was comparable or even better than other marketing channels. Sounds like some crazy statistics, right? It might not be as out of the box as you think. 

As for ON Advertising, the biggest tactic we used with influencer marketing in 2019 was realizing and harnessing the power and impact influencers and micro-influencers have on social media, especially on Instagram. At the beginning of 2019, we examined our clients and we narrowed down who had a niche product or brand. We then figured out what the best tactic to get the word out about the product was. Unsurprisingly, influencers were the answer. With these tactics, we’ve been able to grow this client’s followers past 15k. We’ve also seen increased impressions, boosted engagement within the 6 digits, and have reported a huge growth of ROI. 

Creating partnerships with these influencers and micro-influencers proved to be the most important thing we’ve learned. They trust the brand and the product, and love promoting it. In turn, we share all of their content and find new ways to support them. Building these partnerships through heavy community management and being available to answer various questions took the partnerships even further. It took time but, in the end, our client is flourishing. The influencers and micro-influencers are reporting that their social media has grown with the established partnerships. 

As we look to the 2020 and begin planning our social media strategy for our clients, our top priority is finding and establishing new techniques to manage our influencers. Not to mention utilizing tools that can help us find more influencers that we can form partnerships with.    

How ON Advertising Can Help in 2020

At ON Advertising, we believe that big ideas build more business. When our decades of experience in full-service advertising, marketing, video production, public relations, website production, media buying, and more pair with new innovations and strategies, who knows what we can create for you. Contact us today.

The Pros and Cons of Holiday Marketing

Ho, ho, ho, the holiday season is upon us! It’s once again the time of year where our email inbox is flooded with specials, text message deals come flying in, and all over ads are making use of the festive season to target you. While sales tend to skyrocket during this time of year, the marketing efforts that go behind them can be “snow” joke. Whether you have a large budget or are relying on small marketing efforts, holiday marketing can be the thing that helps you “sleigh” the competition. Here at ON Advertising, we’ve compiled a few of the pros and cons of holiday marketing to keep in mind.

Cost of Christmastime Marketing

According to an article by WordStream, bid prices can increase by 140% over their yearly average during the holidays. Con? This means that your marketing budget has to match your efforts. Pro? Your ROI could increase as well. In a piece by emarketer, they revealed that in 2018, holiday retail sales finally crossed the $1 trillion mark, making it more crucial than ever to secure your spot in a saturated sales snowstorm. An article by Vivial using a report by Ignite showed that companies spent almost $27 billion on social media marketing in 2018 alone and allocated 25% of their annual budgets to social media marketing over the holidays. Essentially, sticking with the same budget is no longer viable and it may be time to up yours. CNBC states that holiday spending is expected to rise 5% this year, so it can be extremely beneficial to revisit your numbers and budget from the previous year to find your baseline. Make sure your budget is substantial, your strategy is flushed out, and that you know your goals. You’ll be feelin’ “pine”. 

Digital vs. In-Store Shopping

Do you like to do your holiday shopping online, or do you prefer to head to the store to snag your deals? If you like to purchase on the web, you aren’t alone. CNBC also states that according to Tim Cadogan, chairman, and chief executive officer for OpenX, 53% of all holiday shopping is expected to be done digitally. A press release from Adobe Analytics showed that during Cyber Monday, direct website traffic ranked highest for driving revenue at 25.3 percent share of sales (down 1.2 percent YoY), followed by paid search at 25.1 percent (up 7.4 percent YoY), natural search at 18.8 percent (down 2.8 percent), and email at 24.2 percent (up 0.5 percent). They noted that social media had a 1.1 percent share, impacting online sales very minimally. WordStream’s findings also revealed that 8 in 10-holiday shoppers are influenced by the internet before making a purchase. Con? You may not see the largest crowds in your brick and mortar store. Pro? If your holiday marketing efforts are eye-catching and a substantial enough deal, you’ll have your “elf” a merry little Christmas when it comes to sales. 

Coupons and Deals

It’s no secret that most people are happy to find a deal or a discount when shopping, including us! In a 2019 report, emarketer showed that internet users “always” or “very often” use coupons when shopping online. Con? You may need to include some stellar deals in your marketplace to lock in the sale. Pro? As reported by Google, one of the most influential factors in buying decisions was sales, discounts, or promos. That’s directly in line with WordStream’s finding that one-third of shoppers reporting that their holiday weekend purchases were driven by promotions. So while Santa doesn’t need discounts to come out on top this season, you do! 

ON Advertising hopes that you have a profitable, successful, and strategic holiday marketing season! If you want help with harnessing consumer spending habits and setting your brand up for success both during the holidays and all year long, contact us.

How Instagram’s Elimination of Likes & Following Tab May Change SMM

Did you notice anything different when you recently opened up Instagram? You’re not the only one. The platform has finally decided to do away with its Following tab, a feature that has caused quite the controversy among users for its expository nature. The newly deleted tab had once allowed users to see what their friends were liking, commenting on, and who they were following in real-time. 

Instagram likes are also currently the subject of a deletion rumor, and if the plan is carried out, it would mean the removal of the most popular, sought after feature of Instagram as a whole.

Why are these changes a big deal? Because it means your behavior and activities on Instagram are once again private. What does this mean for social media marketing? We’ll explain everything you need to know.

How Marketing Companies Made Use of the Following Tab

Though the feature was mostly frequented by typical Instagram users to spy on their friends, coworkers, exes, and significant others (and sometimes even their enemies), it didn’t go unutilized in the social media marketing world. In fact, according to Harper’s Bazaar, the original intention of the Following tab was to allow users to find new accounts and interests through who their connections were interacting with. This, in turn, made it much simpler for companies to actively gain information on targeting specific audiences, find competitors, and keep up-to-date with what content of their own was working well. Essentially, the feature was an extra layer of analysis and insight that businesses can no longer use as a reference.

What Now?

If you’re a company that made particular use of the Following tab as a way to collect data, you may be wondering what tool you can now use to retrieve the same kinds of information regarding users’ patterns. That’s where the Explore page will come in handy. It may not display activity as granularly as the eliminated tab, but the Explore page will help supplement information about what is trending, popular pages, and just a general idea of what’s being liked by the people you are following. Keeping close tabs on this page, along with Instagram’s general insights, will give you an edge when it comes to content targeting and following customer behavior.

What Life Might Look Like Without Likes

According to Instagram, the idea behind getting rid of likes is to remove pressure from users to receive likes, to alleviate the need for validation, and to make an effort to help with self-esteem and mental health. While the withdrawal of the Following tab has already occurred, this change has not yet hit the entire app as quickly. Instagram tested the idea in markets like Australia, New Zealand, Ireland, Japan, and several other countries, leaving users in the United States to watch its trial run from afar. Although the move may not affect the average everyday user’s experience with the social media platform, influencers, brands, and companies may be greatly impacted. With likes comes revenue, and now active users looking to grow will only have their follower numbers to increase and rely on. 

How ON Advertising Can Help

With massive Instagram changes being implemented and the possibility of even greater alterations on the horizon, the way analytics and user data is gathered may be experiencing a huge shift in the coming months and years. Need some assistance making sense of it all? ON Advertising can help with that. Our agency offers Digital Strategy Services to ensure that your marketing efforts are aligned with your goals because a formal strategy puts you steps ahead of your competition. Contact us to see how we can help your business navigate these changes and continue to grow. 

Why Marketers are Moving Towards a Mobile-First Strategy

Mobile devices are responsible for major changes in how consumers buy, research and ultimately view a product being advertised across a wide range of industries. We are in the middle of a specific digital transformation, which is an exponential growth of consumer activity on mobile devices and an extreme increase in mobile advertising. Life seemingly revolves around smartphones, which is why mobile-friendly websites have become so important.

Mobile devices have become the preferred method of accessing digital media. ComScore found mobile devices account for more than 60% of all digital minutes. To put it in perspective, the time spent on desktops has decreased by 20% in the past year alone. The reality is that mobile advertising must be a priority for a company to avoid stagnation or even failure.

Every day, businesses are encouraged to focus on a mobile-first strategy to stay successful within their industry and here’s why.

Thank Mobile Devices for Half of the Paid Search Clicks

Mobile has become a key role in the consumer’s journey specifically when researching and creating brand awareness. Mobile devices have become a leader in the number of paid search clicks. Acquisio found that year-over-year, paid search clicks have increased by 45% on mobile phones. This means that desktop clicks have decreased by 16% and in contrast, nearly half (48%) of clicks are now happening on mobile devices.

Befriend Social Media

Companies who fail to utilize and maximize their social presence on Facebook, Instagram, and other social platforms are subjecting themselves to a very small advertising box. When you compare the total U.S. ad spend in 2014 to 2018, the shift is very clear. An MDG study found that “brands are devoting 33 percent of ad spend to digital platforms—up from 25 percent in 2014 while television’s ad spend is decreasing this year.” Because mobile advertising is becoming the most popular and effective type of advertising, it takes engagement, shared content, and an appropriate strategy to be successful as a mobile ad platform.

Videos are the New Billboards

Video ads are the fastest-growing mobile category. Platforms like YouTube and Facebook are visible on mobile apps, emails, social sites and more. Mobile marketers can promote their ads on a pre-roll to capture the short attention span of the audience. This allows the user to watch the advertisement without making them feel pressured to purchase a product. Video advertising combines sound and motion to create connections between the buyer and the brand by evoking emotions. When it comes to social platforms, YouTube is on top. Forbes conducted a study and found that “73 percent of adults spend their screen time on the video-sharing site. Social networking giant Facebook ranks second, with 68 percent of consumers spending time on the platform.”Mobile users are viewing content more than ever, so logically they view more ads in the long run.

How can ON Advertising help?

There are many different ways to adhere to mobile-first advertising, which can be overwhelming and leave a little confused. Now is the time to work towards a mobile-first strategy. Not sure where to begin? We can help! ON has researched new and innovative ways to market, advertise and promote your business using a mobile-first strategy. Contact us to explore how mobile-first strategies can help your business grow.

Burger King’s #FeelYourWay Campaign

Advertisers are always under pressure to stand out amongst the crowd and out-perform every other ad to get noticed. With the increasing amount of platforms and opportunities for advertising, companies have to be creative when coming up with ad campaigns to grab consumers attention. Lately, the trend has been to highlight social problems in advertisements to show consumers that they care about these issues and to give a sense of connection to people.

A few months ago, we talked about the Nike campaign featuring Colin Kaepernick that grabbed attention from the world. Now, we want to focus on another campaign that was released by Burger King that has piqued the interest of users.

One of the latest ads that have sparked attention in the advertising industry is Burger King’s newest campaign called #FeelYourWay. The campaign directly takes a stab at McDonald’s and their ‘Happy Meal’ to bring awareness to mental health issues and stress about life. Watch it here:

In this ad, Burger King is using values-based advertising by trying to be real and down to earth to connect with the younger generation. They wanted to showcase stressors people deal with including, mental health, bullying, sexual harassment, and student debt. The idea of this was to bring awareness that not everyone is always happy and in the mood for a McDonald’s ‘Happy Meal,’ but that people have different emotions and feelings, and that’s okay. This campaign was directly targeting the Millennial and Generation Z consumers.

Studies have shown, people in the younger generations, prefer to spend their money on brands that they can emotionally connect with. This is why value-based advertising has become such a popular trend nowadays. It has been reported that 60% of millennials are more likely to buy items that speak to them and their personality. The reason Burger King, and many companies want to target the younger demographic is because of their buying power in the marketplace.

If you’re interested in spicing up your brands advertising to be relevant and trendy in today’s competitive world, contact us today. We research and stay up-to-date on the latest trends in the advertising industry, so you don’t have to. Learn more about the services we provide here.

2019 Digital Marketing Trends

Looking ahead to the 2019 year, new trends will be in place and companies need to stay up-to-date on the latest direction of the marketing industry to be competitive in their respective fields. In our agency, we are always on the watch for future trends and how we can incorporate them with our clients to give them the best results. Right now, some of the most important marketing trends for the future include:

Artificial Intelligence

We have talked about preparing your firm for AI marketing in a previous blog, and in 2019, this trend is only going to grow. AI will help companies do more in less time when it comes to learning the behaviors of consumers and giving a more personable experience for customers.

Personalization

There are many generic ads out there, consumers are becoming better at tuning them out. We are using more and more personalization in our agency to reach a specific audience and to have a better chance of capturing their attention. With the ability to track consumers’ behavior through heat maps, analytics, and tracking, we are able to determine what a specific consumer prefers and responds to the most. Companies are using AI to help with the personalization of ads.

Voice Search & Smart Speakers

Soon smart speakers like Alexa, Google Home, Siri and more will be producing advertisements. Companies will be under pressure to purchase ad space and produce audio ads to reach even more consumers through this channel.

These are only just a few trends we predict will be prominent in the 2019 year, we won’t fully know what will be favorable until further along. Contact us to find our what your business can be doing in the 2019 year.

We are recognized as a top E-Commerce Design & Development Company on DesignRush.

2018’s Hottest Advertising Trends

Can you believe 2018 is almost history? On the cusp of a new year, it’s an appropriate time to reflect on a few of the trends that shaped the advertising business these past twelve months.

The growth and influence of ephemeral content was the advertising story of the year. Ephemeral content is photos and videos that aren’t permanent; it disappears in a certain length of time, usually 24 hours. With Instagram creating a Story’s feature on their platform, users are now exposed to more relevant content. In 2018, consumers were looking to connect with brands that stood out from competitors. It’s easy to show off the personality of a brand using quick and playful content. Stories allow us to post time-sensitive content without over-saturating our audience. Check out a good example of ephemeral content by viewing the Stories on our Instagram page.

It seems that every year we talk about the growth of video content getting more attention than the written word. The majority of videos we shoot and produce are overview videos that help our clients provide consumers with a visual idea of who they are and what they do in about 60 seconds. Although we still produce many overview videos, in 2018 we began incorporating a new trend: blog videos. Ranging from about 30 seconds to two minutes, these videos adroitly combine blog sentences with engaging images and b-roll footage. We have learned that blog videos often achieve better engagement on social media and on websites.
See an example of a blog video we produced here.

The idea of popular bloggers and influencers isn’t new. However, in 2018 we saw a rise in micro-influencers, people who have semi-popular social media accounts promoting various products or services with a personal message. We have learned that micro-influencers have passionate fans who trust them because they think of them as friends giving advice. In fact, with some of our local clients whose target consumers are Arizonans, we’ve found micro-influencers who promote their product or service achieve positive results.
Here is an example of a micro-influencer who we have used for one of our clients.

Those are just a few of the advertising trends we have been adopting during the past year. If your company is not taking part in modern-day advertising that is aligned with these trends, don’t worry – we are here to help. At ON Advertising, we actively research and engage in the latest and greatest advertising techniques that have been proven to be effective. Don’t wait around: Contact us today if you want your business to thrive in 2019 and beyond.

Why Should You Engage in Facebook Live

Have you ever wondered if there is more you could be doing for your brand on Facebook? Are the photos and graphics you’re posting not getting the engagement you had hoped they would get? Have you ever thought about using Facebook Live? It’s an excellent tool for your company to help grab an audience’s attention and engage them in your brand on Facebook.

In fact, Facebook Live can provide viewers with unique content that cannot be easily shown in a photo or graphic. Much like your planned social media strategy, it is important you plan out exactly what you are wanting to feature and the dialogue, so you are always providing quality content. Not sure where to start? Read more below to get started!

Address Questions

There may be a blog out there that has your audience wanting to know more, or maybe you have been getting repeated questions from customers. Facebook Live is a great place to answer these questions because nowadays, consumers rarely read a long paragraph of text. Answering questions in a live event can be more intriguing for your audience and an easier way to address questions in depth.

Show an Inside Look

Many consumers only see what is on the outside of your business; they see what is publicly available but not inside the operations. Give them a behind the scenes look on some of the more exciting activities you have going on. Whether it’s the back kitchen, behind the scenes of a photo shoot, or a work outing, consumers will see a different side to your company. This can make them feel more connected to your business, giving them even more reason to stay engaged in you and what you are selling.

Promotion

Using Facebook Live is a great way to make viewers think they are getting an “exclusive” look into a new product or event. When companies showcase new products on Facebook Live, their audience may feel as though they are getting a unique advantage to the brand. It’s a cost-effective way to show a revealing of a product to more viewers.

Facebook Live can make people feel connected to your brand and can give your audience a different viewpoint on your company as a whole. Here at ON Advertising, we utilize Facebook Live for many of our clients, and we have seen positive results and received positive feedback. If you would like to learn more about how your business could be using Facebook Live to improve your brand and improve your social media strategy, give us a call!

Staying Ahead of Advertising Trends 101

Over time, advertising has changed drastically. With new technology being released continuously, ads have gone from traditional print to digital. Digital ads are evolving as well with more and more of them being seen on mobile devices Sta desktop platforms. This is because of the extended features mobile ads have to offer. With so many advertisements on smartphones and portable devices, consumers are becoming better at ignoring them. Of course, you want to make sure you are getting the most from your marketing budget by grabbing the customer’s attention and using these tips and tricks will help you do just that.

 

Video Advertising

Although video advertising may be more expensive, they can yield a high return on your money. Consumers prefer to watch videos as they are easy to share, grab the attention, and convey more information in a shorter amount of time. There are higher engagement rates when the video auto-plays to consumers online, people are immediately drawn to the movements and sounds coming from the screen.

 

Location Based Advertising

Having location-based advertising available is a very powerful tool for marketers to use. By knowing the area of the audience you want to reach locked down, ads can be sent to a phone through text or push notifications to people in the exact location you want. It’s a great and easy way to reach your target market.

 

Personalization

There are so many platforms for advertising that are constantly in people’s faces they have learned to tune out ads as much as possible. More and more companies are investing vasts amounts of their budgets to make their ads more personalized, thus giving them better results. Creating ads that are aligned with your consumers’ needs, preferences and demographics is more effective than making one general message.

Here at ON Advertising, we know how to reach consumers and how to make quality content that will engage your target audience. We keep up with the latest trends and tricks to keep you informed. We want you to have the highest return on your advertising investment to grow and thrive in the marketplace.

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